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I've spent a fair amount on facebook ads. The "problem" with them is that you can't send them to links outside facebook or it's just a waste of money. Drive them to "like" your page and then you can hopefully get a dialog going with them. However, it's a big question mark, meaning you hope at some people convert to customers at some point but it doesn't happen quickly so it's hard to get an ROI calculation on it.
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